Shortly after Disneyland opened its magical gates to the public for the first time, panicked groundskeepers reportedly approached Walt Disney all in a dither. Their concern? Patrons without fail tromped through one particular flower bed on their giddy sojourn from Main Street to Tomorrowland. The gardeners’ solution? Erect a decorative-but-impenetrable fence to protect the landscaping and redirect the crowds.

I suspect we’ve all worked alongside colleagues like these well-meaning but misguided caretakers. Heck, you may find yourself being one of these obstructionist types, thinking the silo you inhabit needs defending at all costs. And that is the genius in Walt Disney’s response. In one deftly pragmatic, folksy, customer-centric quip, he reminded his staff that the turf isn’t theirs to defend; it belongs squarely to the market forces they are there to serve.

“Use social media actively leading up to (and following) to get to know the attendees and any issues that are pressing/trending. Engage with them virtually – comment and reciprocate. When you arrive, make a point to connect with those whose experiences and views you have found interesting. Spend time between sessions in conversation with those folks, genuinely learning about their interests and their careers. And be sincere and humane. The worst feeling is when you’re talking to someone, and you get the vibe they are waiting for someone seemingly ‘more important’ to enter the frame. Your best (lifelong) business contacts will start from kinship, not opportunism.”

Thanks, Nancy! Appreciate you helping me represent … virtually. Have a marvelous time at #LMA17. I’m there in spirit! Love you and the whole #LMAMkt family .

Thanks to Nancy Leyes Myrland for this great kick-off video! #LMA16Selfie, ‪#‎LMA16, ‪#‎LMAMKT – post your photo to be included in the next edition!

For the second year, in advance of the Legal Marketing Association’s national conference, a mad selfie campaign has been launched whereby folks in legal marketing (and their buddies) do silly things and post the photographic evidence, using the hashtag #LMA16Selfie.

Earlier this week, I gave you a glimpse into my “professional” side (or as professional as I ever get), sharing some material from my presence at the 30th annual Legal Marketing Association national conference in San Diego.

But I also promised I would share some of the tacky tourist-y stuff ‘cause if there’s anything this blog does well, it’s tacky! (Loads of photos documenting these adventures can be found here.)

During some rare downtime at the conference, my talented, silly, kind-hearted, slightly nutty pals Lindsay Griffiths, Gail Lamarche, Nancy Myrland, and Laura and Josh Toledo (along with yours truly) spent an afternoon at the internationally renowned San Diego Zoo. (Remember watching the zoo’s countless animal ambassadors as some of Johnny Carson’s most memorable guests on The Tonight Show throughout the 70s and 80s? I sure do.)

Now, as a pretty vocal animal rights proponent, I’m not generally a fan of zoos, circuses, animal-centered theme parks, aquariums, or any place where animals are used (incarcerated?) for entertainment, amusement, revenue, or souvenir sales.

However, my buddies made the wise choice to sign up for the Backstage Pass tour, which not only offers the ability to get up close and personal with animals as diverse as a rhinoceros and a cheetah, flamingos and an arctic wolf (the latter of which brought me to happy tears), but also provides a thoughtful review of the zoo’s ecological mission to educate and protect. Much information was provided to attendees about what products to buy (and not buy) that will protect these animals’ native habitats (e.g. sustainable harvesting of palm oil) as well as what we as individuals can do to save these beautiful creatures from extinction. I was also struck by the deep-feeling, kind-hearted animal handlers who had such obvious kinship with these exquisite animals. That cross-species bond is powerful and moving to observe.

As for the park itself, it is beautifully done, if veering dangerously close to a theme park’s epic scope and merchandising mania. I might have been less inclined to forgive that excess had we not attended the tour, so I highly recommend the add-on if you plan to visit the zoo, particularly if you are bringing kids (of all ages).

But, word to the wise, don’t even attempt to follow the zoo’s colorfully muddled maps. We got lost about 18 times, having to pass through the aviary about 12 of those 18 times and seemingly walking up (steep) hills everywhere. In fact, I can’t recall us ever walking downhill. It’s like being immersed in an MC Escher painting.

At the conclusion of the conference, John and I headed to Hollywood, baby. And Hollywood is gross.

After scoring tickets to a taping (yes, taping) of ABC’s Jimmy Kimmel Live (which ain’t so live … spoiler alert), we headed to a pre-show lunch at amazing vegetarian chainVeggieGrill. How are these not all over the country yet? With an astounding array of choices, breezy décor, fabulous staff, and just the right amount of corporate polish, this was easily my favorite food stop of the trip. And others seemed to concur as the line to get in (you order at a counter and they bring you your food when ready) extended outside the building, the patrons being a glorious collection of hipsters, studio employees, computer programmers, blue-haired genre geeks, and regular joes. I loved it.

The process of getting into Kimmel’s eponymous show? Not so great. Unless you enjoy standing for a couple hours in the hot California sun while skeezily assertive street performers dressed like Spider-Man, Minnie Mouse, and Don King (!) accost you for photo ops … and for your wallet.

Once inside (Kimmel tapes in a former Masonic Temple), you are struck by how small the studio is. If you ever visited a local TV station newsroom, it’s not much bigger, but darn is Kimmel’s floor SHINY! I think it was mopped half a dozen times while we sat patiently waiting for Kimmel to arrive.

And once Kimmel arrived, things got all kinds of crazy? Right? Wrong.

Sadly, Kimmel in person seems like a cipher on his own program. The sweet, sparkly production assistant who got all of us situated in our seats had more zip and personality (and likely should have his own show). Kimmel wasn’t bad but he didn’t do a heckuva lot to engage his audience (creating even more irony around that “live” descriptor). When the cameras were on or guests would arrive, Kimmel lit up, but the minute cameras went dark, he would hang in a gloomy corner, looking downward at that eerily glistening floor. Perhaps that is just his process to retain his focus, but it stood in stark relief to the impish Kimmel persona that has been burnished over the years by the Mouse House.

As for Kimmel’s guests, we were treated to two musical performances by and an interview with Jamie Foxx (on hand to launch his new album, oddly enough titled Hollywood) and an appearance by legendary Betty White. It was the latter guest that got the biggest response from us (and the entire audience for that matter). She was as charming and sly, sweet and gracious as you might expect. And Foxx, of course, was a live wire, exuding charm and energy. (Though at times he seemed like that show choir kid you hated in high school … you know the one, right? Look at me! Look at me!)

I also had a special treat in meeting Dicky Barrett, Kimmel’s announcer and the lead singer for a college favorite band of mine The Mighty Mighty Bosstones. He was warm and funny and an absolute pleasure, kindly accepting copies of my books as a gift to him and to the show. (I hope they don’t mind my snark in the preceding paragraphs. That’s just how I roll.)

I should add that I was going through my own personal hell watching the show unfold. I had told everyone (including my parents) to watch the broadcast that evening and to look for us in the audience, only to feel totally mortified by how “blue” the humor skewed that particular episode. I’m no prude, but you know that particular phenomenon you feel as an adult watching something a little risqué in the company of your parents? That hot, clammy, bottom-fell-out-of-the-elevator feeling that creeps over you? Well, the minute Foxx launched into his musical interpretation of sundry Tinder (!) profiles, I thought I might die. (If you didn’t see the show, just let your mind wander … and then go a little filthier than that.)

And the next day we went to Disneyland …

Specifically, Disney’s California Adventure, which holds the dubious distinction of being a theme park in California dedicated to attractions about California that you could basically drive an hour or two in any direction in California and see in person in California. It wins the prize for one-stop shopping, and, to its credit, no one gropes you, picks your pockets, or tells a naughty joke!

In all seriousness, it is a beautiful park and, like Epcot, ideal for a meandering stroll. The actual rides seem few and far between, a fact which, as I plummet through middle age, was fine by me. From a vintage boardwalk (replete with Ferris wheel, carny games, and a truly terrifying roller coaster) to a quaint wharf district to chilled out wine country, there’s a “land” for every taste.

My favorite, hand’s down, was the recently added “Cars Land,” a pitch perfect recreation of the settings from Pixar’s critically-reviled but wildly popular Cars movie franchise.

The utter immersion in a world populated by life-size, anthropomorphic autos is an intoxicating fever dream (and I don’t think it’s because I was hopped up on DayQuil from my unsurprising “oh, I’ve been on a plane and at a conference and now I have a cold” cold). Even if you hated the films (and a lot of adults seem to – I don’t), you will be floored when Doc Hudson or Lightning McQueen roll by and offer you a pleasant salutation. Well played, Imagineeers!

Special thanks to my longtime pal (and fellow Deloitte Consulting alum) Ratana Therakulsathit, now a happy Angelino and successful actress and voiceover artist, for being our expert Disney tour guide. We’d still be wandering lost around the ticketing area if not for her. Please check out her website, including samples of her exceptional work, here.

We rounded out our trip to California with a stop in La Jolla, a place that is not only vegetarian friendly (I felt like we were back in Ann Arbor, only with better climate, exceptional views, and prettier people) but also seal and sea lion friendly.

Locals and tourists alike share La Jolla’s sandy beaches with a playful and relaxed population of seals and sea lions. Live and let live, dude. I could get used to that.

There are plenty of signs that caution you not to touch or approach the animals as they will become understandably territorial, but a resident told us that if you swim in the water and let the seals just be, well, seals, they will come up to you and want to play. Now that is my idea of the perfect vacation!

My fellow panelists Gina Rubel of Furia Rubel (Philadelphia), Heather Morse Geller of Greenberg Glusker Fields Claman & Machtinger (Los Angeles), and Megan McKeon of Katten Muchin Rosenman (Chicago) and I were ecstatic by the response to our presentation. (And, yes, I did launch things with a Shakespearean monologue – Duke Senior from As You Like It to be exact. My poor colleagues who endure my shenanigans …)

LexBlog posted this summary (here) of our presentation “Collaboration and coexistence among barristers and ‘baristas'” – including tweets from audience members (and panelists) summarizing key points.

Me with Gail, Josh, Laura, Lindsay, Nancy

Gina added “10 post-event tips to get the most out of conference attendance” here at her marvelous The PR Lawyer blog.

Heather offered a more existential take in “The spirit and energy that connects us all” at her fabulous Legal Watercooler here.

Just for fun, click here for Lindsay Griffiths‘ media montage of the great #lma15selfie experiment! Lindsay (International Lawyers Network) also wrote an excellent piece regarding the LMA General Counsel panel here at her blog Zen & the Art of Legal Marketing.

For you tweeters out there, be sure to follow Gail Lamarche (Henderson Franklin), Laura Toledo (Nilan Johnson Lewis; blog: The Legal Shakeup), and Lance Godard (Fisher & Phillips) … among a whole bunch of other wonderful people I’ve now left out. I should never start these lists …

How many marketers fit in an elevator?

I know this is a strange collection of content for my blog that usually focuses on movies and culture and rampant silliness, but I thought you might enjoy seeing a glimpse into my daily life. Many of you readers are social media mavens so this information may be helpful in a variety of ways.

(And don’t worry – the second installment in a few days will be all about the San Diego Zoo, Jimmy Kimmel Live, Hollywood, Disneyland, and the seals of La Jolla. I live to be a tacky tourist. You can get a photographic preview here.)

Finally, what follows is a piece I wrote for LMA about another conference panel “Control your online reputation and image,” presented by the talented duo of Nancy Myrland (Myrland Marketing) and Amy Deschodt (Weil). (Nancy’s blog the Myrland Marketing Minute can be found here.) Enjoy!

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Nancy Myrland and Amy Deschodt (Photo tweeted by Cheryl Bame)

“When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.” – John F. Kennedy

At the 2015 LMA conference in San Diego, social media and public relations experts Nancy Myrland (Myrland Marketing & Social Media) and Amy Deschodt (Weil) confirmed this assertion but with a healthy dose of postmodern digital age caution.

Their session, titled “Control Your Online Reputation and Image,” offered attendees a strategic and tactical overview of how to navigate choppy PR waters in an era where Twitter, Facebook, YouTube, Tumblr, blogs, and other platforms can escalate media crises in a matter of minutes and seconds, not days and hours.

First and foremost, the panelists noted that if you don’t plan to initiate communication then you shouldn’t build social media into your communications strategies. Social media is at its most effective when it is used conversationally. To simply broadcast messages defeats its inherent power. Responding to and shaping commentary is key. Social media is dialogue.

Understanding this core assumption is vital to understanding how to respond in a crisis, let alone day-to-day brand management. According to Myrland and Deschodt, we live in a world that is increasingly accustomed to using, say, Twitter as an instantaneous means of offering complaint (or kudo). Legal marketers, they say, disregard this cultural shift at their own peril.

The panelists offered a series of real-world examples (e.g. McDonald’s), wherein global companies found themselves in a quickly spiraling maelstrom of social media criticism. Controlling a PR nightmare is no longer about simply containing mainstream media but, arguably more crucial, tracking and responding to social media critique. What are your customers saying? How can and should you respond? When should you not respond and let a crisis run its course? These are all strategic questions that take on instantaneous tactical import. Myrland observed, “Do not ignore a bad situation that is brewing. Assess the risks and benefits, and plan your communication strategy accordingly,” with Deschodt adding, “Stay calm, distinguish what you can control, what you can only manage. Distinguish crisis versus drama.”

(Image tweeted by author from slide by Myrland)

Whether in the digital realm or not, a media dust-up can erupt at any point. Some in the audience were agnostic that a law firm would be faced with the same vitriol that say a restaurant chain or bank might face.

Myrland was quick to point out that, whether via association with a client or due to the nature of a particular firm’s work, a firm could find itself with a PR target on its collective back. Deschodt added that when responding to a crisis be swift with thought, listen, and be factual. Never delete comments – the world is watching, and open and transparent dialogue is essential.

Myrland and Deschodt highly recommended hiring a seasoned social media manager who knows the ropes and that consulting the Bar on thorny issues is always advised. Build up a store of social capital (e.g. posts that add value, acknowledging and responding to commenters) before you “spend” it either for promotion or in a difficult situation, and follow your state’s social media ethical restrictions.

Social media may seem “fun” but it is not “frivolous.” It can provide incredible support to your brand recognition and to client engagement, and it can serve as a powerful tool in a crisis. However, always exercise restraint in what you solicit on social media. You may think you are opening a door, but you also are giving license to both positive and negative feedback. And if it’s something you would never say or do in person, you should not say or do it online either. As Myrland wryly observed of a culture prone to digital shaming, “Don’t pile on. Just be nice.”

Keep Calm (Image created by Myrland Marketing)

Also, there are a great number of tools out there for tracking, monitoring, and automation (e.g. HootSuite, Buffer, and the like).

The ability to monitor by key search terms (e.g. hashtag trending) is a huge advantage offered by something like HootSuite, both in monitoring the everyday impact of your branding efforts as well as chatter in the midst of a crisis.

Automation can be invaluable as well, but don’t let it detract from the need for interaction. Auto-posting content can quickly veer into blasting not conversing, so be mindful of that pitfall.

Finally, Myrland offered a handy social media rubric to follow, adding that it’s important to experiment with digital resources and to discover what works best for you and your firm. For Myrland, the seven stages of social media are as follows:

Preparation

Communication 1.0

Connection

Observation

Communication 2.0

Education

Collaboration (and then back to preparation)

Or, as Myrland succinctly offered, “You wouldn’t go into a conference and just start throwing business cards at people. Don’t do that online. As you might at a conference, research the people with whom you’d like to connect, offer an ice breaker, establish rapport, observe their reaction, communicate more, teach them about your firm or product, and then work together on something meaningful.”

But the best advice of all may have been when the panelists closed with the following recommendation: “Keep calm and call a legal marketer.”